SCA to pool pounds 90m pan-Euro media

SCA, the sanpro and toiletries giant, is holding a pan-European review of its media buying and has approached a number of agencies about a pitch for the pounds 90 million-plus account.

SCA, the sanpro and toiletries giant, is holding a pan-European

review of its media buying and has approached a number of agencies about

a pitch for the pounds 90 million-plus account.



The Swedish paper giant is best known for its Bodyform sanitary towels

range and Kleenex toilet tissue, which together spend around pounds 10

million in the UK.



The media rethink follows an overhaul of SCA’s marketing earlier this

year. The company merged its two divisions - SCA Hygiene, which houses

the Kleenex business and Sancella SCA Molnlycke, the sanitary protection

operation - into a single pan-European company in February.



The group is looking to capitalise on efficiencies from the merger by

consolidating its media service around Europe and has already held talks

with a number of pan-European networks.



The UK account, around a tenth of the European business, is handled by

Roose & Partners, SCA’s full-service agency which handles

implementational media as well as creative, and the Negotiation Centre,

which works alongside Roose on media negotiations. On the Continent, SCA

uses Carat in a number of markets.



SCA’s marketing director, David Macfarlane, confirmed the review, but

said a decision was months away. ’We’re looking at opportunities for a

co-ordinated approach to media negotiations in all European countries

through a single negotiation agency,’ he said.



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